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Online Legal Advertising November 2013

Online Legal Advertising November 2013. About Search Star. Search Star Ltd was established in August 2005 Specialists in PPC, analytics & conversion optimisation There are 14 Account Managers - all Google Advertising & Analytics Professionals

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Online Legal Advertising November 2013

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  1. Online Legal Advertising November 2013
  2. About Search Star Search Star Ltd was established in August 2005 Specialists in PPC, analytics & conversion optimisation There are 14 Account Managers - all Google Advertising & Analytics Professionals We buy profitable traffic efficiently, effectively & accountably for ambitious private sector clients
  3. “Commercial Property Solicitors”
  4. “Cerebral Palsy Solicitors”
  5. 2.4% of the Time & 59% of the Ad spend PPC Ads Dominate Source: IAB/PWC H1 2013
  6. Campaign Structure is Key
  7. Make Adtext Relevant Title = 25 characters Description Line 1 = 35 characters Description Line 2 = 35 characters Display URL = 35 characters
  8. What Makes A Good Advert? Relevance! Location Extensions – show me you are local to me Call Extensions – show you are responsive & available with a phone number in your ads. Site Links – link to other relevant areas on your site Review Extensions – Show me a quote from a trusted & recognised 3rd party Seller Ratings – you need 30+ unique reviews over a 12 month period with an average score of 3.5/5 or above in order for stars to show
  9. Demographic Targeting Within Search Ability to target search by demographic (age & sex) out of beta Q1 2014 Demographics “known” for 15-20% of search Demographics “inferred” for further 60-65%
  10. Google The Retailer - Finance
  11. Google The Retailer - Hotels
  12. Google The Retailer – Legal Services? How could it make legal services easier to buy? How could it cut out the middle man? How could it make them easier to compare?
  13. CPC Inflation Drives CPL PPC & site must be focussed to deliver ROI
  14. Beat The Competition & Reduce CPL Great Advertising Great Website
  15. Olympic Lead Generation Relevance How are you relevant to my needs, wants & desires Call to Action Is it obvious what I need to do next? Help me take the next step. Value Why are you the right solution? Have you explained why? Credibility Why should I believe you? Show me testimonials & reviews. People Who is behind the business. Show me who you are.
  16. Don’t Forget Bing & Yahoo
  17. Don’t Miss Out On Mobile Currently we are generating c. 15% of legal leads via mobile In other markets its grown to +50%..... Get a great mobile site Source: Legal Client X Jan-Sep 2013 Google Data Source: Sub Prime Loan Client X Sept 2013
  18. +90% of the Time & 24% of Adspend Source: IAB/PWC H1 2013
  19. Display Is Growing Source: IAB UK 2013 “By 2020, audience targeting investment is projected to exceed search spend in UK”
  20. Mobile Grew 127% YoY
  21. Retargeting Because 98% of Site Visitors Don’t Buy or Get in Touch Display Retargeting Search Retargeting
  22. Retargeting
  23. Do Remarketing Vast majority of site visitors don’t buy or make contact on 1st visit Don’t let them get away
  24. LinkedIn Ads
  25. LinkedIn Sponsored Updates HR Directors within radius for Employment-Law Estate Agents & Surveyors within radius for Commercial Property & Conveyancing Company Directors>50 employees within radius for Commercial Solicitors
  26. Facebook Ads
  27. Facebook Sponsored Posts Over 55 Males without degrees in shipbuilding areas for Asbestosis Changed status away from married for divorce solicitors 25-45 & interested in property for conveyancing
  28. Demand Side Platforms New Targeting New Formats New Placements
  29. DSP Targeting – BuyMyWardrobe 3rd Party Data Mastercard Luxury Fashion Shoppers Fashion Content & Specified Media Only IP addresses in London & South East Only
  30. The Advertising Process
  31. Summary & Questions Legal PPC is increasingly complex – a focussed approach is required Keep improving & developing campaigns to outperform the PPC “herd” Do remarketing Don’t dismiss display Questions?
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